The Splash Buldak Campaign attracts visitors to The Original Farmers Market in Los Angeles in this November 2024 photo. Courtesy of Samyang Foods
Samyang America, the U.S. subsidiary of Samyang Foods, is currently led by a former financial analyst known for his skill with numbers.
Samyang America CEO Shin Yong-sik / Courtesy of Samyang Foods
CEO Shin Young-sik, however, has moved beyond a spreadsheet-driven mindset, discovering new meaning in leadership as his role no longer revolves around crunching figures and exact calculations.
Over the past three years, he has secured Buldak’s shelf space with major U.S. retailers including Costco, Walmart, Target and Amazon. The company recorded $419 million in sales last year, up sharply from $50 million in 2023. Of the 1 billion Buldak packets sold worldwide in the second half of 2025, the majority are estimated to have been bought and consumed in the United States.
Steering the company in of the world’s most dynamic food markets, Shin said that the essence of a brand ultimately lies in people and emotions, not just spreadsheets. He closely watches and listens to young consumers in the U.S., searching for insights that resonate across the broader market.
The efforts paid off in 2024 when Samyang Foods topped a survey of the most popular brands among young consumers by American market analyst Numerator.
“What’s important is a profound respect for the culture of our young consumers. They reinterpret, share and evolve the brand in their own ways. Rather than attempting to control this energy, we embrace it, allowing the brand to grow organically within their cultural context,” Shin said in the interview with The Korea Times.
“Of course, what’s equally important is a precise balance between ‘authenticity’ and ‘localization.’ The core of Buldak lies in its irreplaceable flavor identity, the uniquely addictive heat and savory profile. The moment we dilute that identity, Buldak becomes just another ramyeon on the shelf.”
Visitors crowd the Buldak Splash Campaign at Flatiron Plaza in this October 2024 photo. Courtesy of Samyang Foods.
Source: Korea Times News
